MANAGEMENT SLANT
- The overall correlation between message appeal and consumer response was positive.
- The study found notable and significant differences among the seven appeals; the effect of sex appeal was the highest, followed by humor and comparative appeals.
- All else being equal, consumers responded to emotional appeals more favorably than to rational appeals.
- Television advertising influenced advertisement liking more than magazines, newspapers, and radio in all significant models.
- More recent studies obtained greater positive attitudes.
Introduction
Recent years have witnessed increased scholarly attention to advertising appeals, including meta-analytic attempts to synthesize results. Previous academic studies, however,...